Applying User Insights in Design Development
NoteDesign development uses personas, scenarios and population stereotypes early in the design process.
Personas
Persona
A persona is a fictional but realistic profile of the target user, based on real data and insights gathered from user research. It represents their goals, needs, behaviours, and limitations to help guide design decisions.
In section A2.1.1 you were introduced to personas, in this section the focus will be on they are applied to within design development.
Key Elements of a Persona:
- Demographics: Age, gender, occupation, education.
- Goals: What the user wants to achieve with the product.
- Frustrations: Pain points or challenges the user faces.
- Behaviors: How the user interacts with technology and the environment.
- Motivations: What drives the user to use the product.
- When creating personas, always base them on real data from user interviews, surveys, and observations.
- This ensures they accurately reflect the target audience.
Scenarios
Scenarios
A scenario is a short, realistic story that describes how a user (often represented by a persona) interacts with a product in a specific context to achieve a goal.
Key features of a good scenario:
- Based on real user needs (not generic use)
- Includes context (where, when, and why the product is used)
- Describes the user’s goal or task
- Often highlights pain points, constraints, or opportunities
- Helps design teams consider actual use, not just technical function
- Tom uses his coffee machine early in the morning before work, when he’s still tired and short on time.
- He wants a quick, no-hassle brew without having to fiddle with multiple settings or read a display.
Population Stereotypes
Population Stereotypes
A general assumption about how most users in a given culture or population behave or expect a product to function.
Key points on population stereotypes:
- Help designers create products that feel familiar and intuitive.
- Are based on learned behaviours (not biological responses).
- Can differ between cultures, so must be used with care.
